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Commentary

IPG's UM Adds Gaming Giant Ubisoft To Its Roster

IPG media shop UM has been named U.S. media agency of record for gaming giant Ubisoft after a review, the companies confirmed today.

The new assignment will be led from UM’s office in
San Francisco, where the client’s U.S. operations are based. Its worldwide HQ is in Rennes, France.

In addition to data and analytics, the scope of work includes media mix modeling and
measurement services, as well as media planning and buying across Ubisoft’s traditional and digital platforms.

The global incumbent is GroupM, which was awarded the account in early
2016, just a few months after Ubisoft selected Havas for the account. That relationship ended abruptly after Vivendi, which has its own gaming interests (and which recently took control of Havas) took
a stake in Ubisoft.

Ubisoft is now trying to fend off an attempt by Vivendi to take control of the company.

It wasn’t immediately clear if the client was also reviewing assignments outside of the U.S.

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The company spent an estimated $30 million on measured media in the U.S. according to
Kantar Media. Its portfolio of games includes Assassin’s Creed, Far Cry, Watch Dogs and Just Dance, among others.

“The impressive and thorough work by UM made it an
easy decision to select them as our agency,” stated Vanessa Vignon, vice president of media and audience management, Ubisoft.

The win is the latest in a string of recent victories
for UM, including Coach, Accenture and Hulu.